Shared Flashcard Set

Details

GB101 Ch16
vocab
22
Business
Undergraduate 1
12/11/2008

Additional Business Flashcards

 


 

Cards

Term
Promotion
Definition
An effort by marketers to inform and remind people in the target market about products and to persuade them to participate in an exchange
Term
Promotion Mix
Definition
The combination of promotional tools an organization uses
Term
Integrated Marketing Communications (IMC)
Definition
A technique that combines all the promotional tools into one comprehensive, unified promotional strategy
Term
Advertising
Definition
Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message
Term
Product Placement
Definition
Putting products into TV shows and movies where they will be seen
Term
Infomercial
Definition
A full-length TV program devoted exclusively to promoting goods or services
Term
Interactive Promotion
Definition
Promotion process that allow marketers to go beyond a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers work together to create mutually beneficial exchange relationships
Term
Personal Selling
Definition
The face-to-face presentation and promotion of goods and services
Term
Prospecting
Definition
Researching potential buyers and choosing those most likely to buy
Term
Qualifying
Definition
In the selling process, making sure that people have a need for the product, the authority to buy, and the willingness to listen to a sales message
Term
Prospect
Definition
A person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message
Term
Trial Close
Definition
A step in the selling process that consists of a question or statement that moves the selling process toward the actual close
Term
Public Relations (PR)
Definition
The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance
Term
Publicity
Definition
Any information about an individual, product, or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller
Term
Sales Promotion
Definition
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities
Term
Sampling
Definition
A promotional tool in which a company lets consumers have a small sample of a product for no charge
Term
Word-of-Mouth Promotion
Definition
A promotional tool that involves people telling other people about products they’ve purchased
Term
Viral Marketing
Definition
The term now used to describe everything from paying people to say positive things on the Internet to setting up multilevel selling schemes whereby consumers get commissions for directing friends to specific Web sites
Term
Blog
Definition
An online diary (Web log) that looks like a web page but is easier to create and update by posting text, photos, or links to other sites
Term
Podcasting
Definition
A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, also known as feeds, and then hear or view the material at the time they choose
Term
Push Strategy
Definition
Promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise
Term
Pull Strategy
Definition
Promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers
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